Effective experience design requires not only a knowledge of tourist goals, but an understanding of how these can be met in a particular tourism site. Research on experiences and experience design is supported by cognitive psychology concepts such as perception, attention, appraisal, emotion, consciousness, feelings and memory. However, these concepts are often used in a combination with others from sociology, social or environmental psychology in a manner that leads to confusion rather than clarity, without apparent understanding of the theoretical mechanisms by which these concepts are related. This chapter develops a series of propositions for potential application to tourism experience design. Future research should examine the efficacy of these propositions from cognitive psychology for tourism experience design.